The well-tested "trust" theme, so common in the marketing lexicon of credit unions pushing loan and member growth, gains some prominence this month as part of a major CUNA retooling of its product and service promotion.
The result is a strategy remake complete with new brochures and ads touting CUNA's product/service menu.
The new campaign set to debut at CUNA's annual America's Credit Union Conference & Expo. June 21-24 in Boston highlights a newly developed "I Trust CUNA" theme aimed at enticing greater CU participation and purchases.
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The "I Trust CUNA" promotion is a refinement of CUNA's existing "Your Trusted Resource" campaign but with a new emphasis on "more than just product availability but specifics on how we can help" in such areas as compliance, training, sales culture and online tools, said CUNA officials.
As part of promoting the "I Trust CUNA" brand, CUNA over the last two months has recruited several CEOs for testimonials on CUNA's product line. "I think CUNA has hit the nail on the head by stating we, as credit union mangers, can turn to our mothership for guidance and trust in how we position our credit unions for future growth," said James Gibson, president/CEO of the $157 million Carter FCU in Springhill, La.
Bonnie Bailey, director of corporate marketing in Madison, stressed that repackaged new audio and online services have particular value to CU management considering the number of regulatory initiatives coming from the Obama administration. She noted also that "we do not outsource our content development, but rather have staff who are experts on the issues credit unions deal with daily."
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